BUKID by Campaigns & Grey for Procter & Gamble

BUKID

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Philippines
Agency Campaigns & Grey
Executive Creative Director Ompong Remigio
Copywriter Rizzo Regis-Tangan
Photographer Peck Imson
Released January 2011

Credits & Description

Category: Corporate Communication
Advertiser: PROCTER & GAMBLE
Product/Service: P&G 75TH ANNIVERSARY
Executive Creative Director: Ompong Remigio (Campaigns & Grey)
Creative Director/Art Director: Mel Aguinaldo (Campaigns & Grey)
Copywriter: Rizzo Tangan (Campaigns & Grey)
Account Managers: Eres Aspi/Baba Escueta/Christina Melchor (Campaigns & Grey)
Computer Artist: Gredge Salvador (Campaigns & Grey)
Photographer: Peck Imson (Campaigns & Grey)
Production Manager: Emil Cruz (Campaigns & Grey)
Media placement: Event - P&G Plant - Jan. 16, 2011
Media placement: Press releases - various publications refer to support docs - Jan. 16, 2011

Summary of the Campaign
The challenge: Help give the employees of P&G Philippines a renewed sense of pride for having been a part of “touching and improving the lives of Filipino families” (their corporate slogan) since 1935. This is part of their 75th anniversary PR campaign and celebration

The strategy: Launch the 75th Anniversary Museum that showcases the rich history of the company in the Philippines during the Grand Reunion of all past and present P&G employees.

The execution: The highlight of this museum was an exhibit of revisionist works by Fernando Amorsolo – the Philippines’ first National Artist for Painting known throughout the decades for his idealized depictions of the Filipino family. The twist? We inserted relevant P&G products in each of these paintings using Amorsolo’s trademark brush strokes. For example, in the scene of women doing laundry, we painted in Tide detergent powder.

The outcome: The Grand Reunion was attended by over 750 alumni and employees, the largest P&G alumni celebration to date.
The PR campaign for the 75th Anniversary celebration resulted in 120 pickups in print, broadcast and online media, and generated total media values of PHP 31,087,836.16.

The Situation
As is what usually happens in most successful leading companies that have become unusually large in size, there was a need to re-inculcate the mission of P&G Philippines into its employees’ hearts and minds - that what they are doing benefits the larger good.

The Goal
The campaign aimed to drive awareness for the company’s 75-year heritage in the Philippines and to instil pride among P&G employees who were the target for this internal campaign.

The Strategy
By inserting P&G products within the works of renowned Filipino National Artist Fernando Amorsolo, who was a great source of pride himself, we aimed to make P&G employees realize how much they have been a part of touching and improving Filipino lives for decades.

Execution
Planning of the museum took one year of pre-work, including museum design development, gathering and cataloguing memorabilia, screening of vintage TV commercials, and museum construction.
The 75th grand reunion, held on 16 January 2011, coincided with the opening of the 75th anniversary museum in the P&G Plant in Laguna.

The offices were decked with “Then and Now” posters to give employees a glimpse of P&G throughout the years. The company acquired rights from National Artist Fernando Amorsolo’s family to reproduce three iconic paintings with Downy, Ariel and Pampers integrated in the paintings.

These paintings were on display in all P&G Philippine offices and plant for a month and a half prior to the launch of the 75th Anniversary Museum.

To cap it all, P&G’s Global CEO Robert McDonald, who served as general manager of P&G Philippines, attended the 75th anniversary gala together with the President of the Philippines himself.

Documented Results
The internal communication campaign yielded positive results for the company.

1. The Grand Reunion was attended by over 750 alumni and employees, the largest P&G alumni celebration to date. The 75th Anniversary Museum successfully brought back memories from the oldest alumni and showcased the rich history of the company in the Philippines.

2. The trivia e-mailer had an average of 300 participants per week.

3. The PR campaign resulted in 120 pickups in print, broadcast and online media, and generated total media values of PHP 31,087,836.16.